B2B marketing in 2026 is driven by AI-powered personalization, intent-based targeting, and data-led decision-making across the buyer journey. Trust, thought leadership, and value-driven content will matter more than volume as buyers expect relevance, speed, and measurable ROI at every touchpoint.

Forrester has published ‘2026 Predictions Guide: B2B Marketing, Sales, & Product’.

The Forrester team says, “Download the guide to learn why 2026 will be the year evidence supersedes AI hype.

Nearly one-third of buyers now view genAI tools as meaningful when committing to a purchase. That’s nearly twice as many who say the same about product experts. Will the trend continue in 2026, or will we see a pull-back in AI enthusiasm? The answer hinges on trust.

Forrester’s 2026 Predictions guide reveals five forces that will reshape how B2B marketing, sales, and product leaders operate — and compete. Download the guide to explore:

  • Where AI agents will quietly transform go-to-market operations.
  • How genAI is reshaping buyer expectations.
  • The new forces that will redefine trust in the sales cycle.”

2026 Predictions Guide: B2B Marketing, Sales, & Product

Forrester